Digital evolution continues unabated toward a technological future that serves humanity. An 'era of innovative tools that are the foundation for the growth of brands.
But our country, compared to other nations has a very large gap on digital skills, and the lockdown has only brought up the knots of the case.
The latest data from Eurostat leave no doubt: digital skills are possessed by 42 percent of Italians between the ages of 16 and 74, compared to the EU average of 58 percent. Meanwhile, the unemployment rate has risen to 7.8 percent, making it +1.2 percent in just one month, which means, about 300,000 fewer jobs.
The problem? Recruiters can't find suitable candidates
A much sought-after figure is that of the Community Manager, a strategic role connected to the communication universe, who is responsible for moderating interactions among stakeholders and creating engagement.
One technique used is User Generated Content, "schooled" GoPro. The brand, which produces powerful action cameras, is an example of how the use of user-generated content has been effective. The company, selected the most creative images and used them to promote itself on social channels. This strategy increased the cams' sales and loyalty flow.
What are the main duties of the community manager?
Social media lead to complex situations. They give people the floor, allowing positive or negative comments to be posted. All it takes is a moment and criticism can flood the bulletin board. And this is where the specialist steps in to:
- Avoid arguments for their own sake
- Reassure altered users
- Resolve underlying anomalies
Prevention is the keyword of those who work in community management. The basis of it is listening.
It is wrong to see this figure as a mere buffer: working on interactions means engaging people who face the sameargumentand need clear and effective support.
The Community Manager concentrates the duties of the Social Media Manager, Customer Care Officer, Digital PR and Project Manager into one role. He or she is a hybrid professional who has hard skills related to the world of public relations and a wide range of soft skills.
The main tasks of his work are:
- Managing communication channels with the community: Facebook group, WhatsApp, Telegram, Slack, email and live chat.
- Content creation and sorting
- Coordination of Brand Ambassadors
Hard skills:
- Copy
- Content Marketing
- Email Marketing
- Project Management
- Knowledge of Funnel Marketing, Sales and User Experience
Soft skills:
- Proactivity
- Stress and criticality management skills
- Team Working
- Problem Solving
- Public Speaking
- Emotional Intelligence
Customer Service Benefits.
One of the essential advantages, in thework of a Community Manager, concerns the ability to manage the questions and needs of the public, with respect to the value of the brand, thus aligning questions with answers.
In many areas there is a great deal of activity to be done with respect to people's questions: technical questions, needs related to orders and information preceding the purchase.
The spread of Messenger, WhatsApp and Telegram, has cleared the habit of many users to write messages directed to have vertical communication within horizontality. In these contexts, it is important to be smart so that valuable relationships can be created that foreshadow more business.
How to become a community manager?
There is no a priori defined path to operate in this activity. The starting point is study, within university and publishing contexts, and delving into the topics with specific texts. One book I recommend is #Community manager. Behind the networks are the people. By Giovanni Re and Osvaldo Danzi, published by Franco Angeli.
But if there is a way to develop the skills you need to get a great job profile, the answer is clear: "getting your hands dirty" with those who have experience. Facing different and complex situations can help you get the skills you need.
Working as a community manager is exciting. You need timing, lucidity, warmth and creativity, and you can't just reward instinct. Otherwise you risk committing missteps. Social media failure is just around the corner. So are the benefits in terms of brand authority.
Genuine brand ambassadors play a key role. These figures, being mandated by the company, can enlist its support in the implementation of commercial and promotional initiatives, such as online and offline events.
The communication tools most used by brand ambassadors are social networks, through which they develop their own storytelling and "lace up" personalized interactions to provide an open, transparent, accessible and positive brand image.
Through the Brand Ambassador Program, companies identify professionals willing to spread communication in line with their missions. Able to share experiences within the social network, to induce people to purchase products and/or services, with the goal of building a true interactive community.
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Daniele D'Amico
Community Partner and Coordinator of the Brand Ambassadors #DIDAYS20